With a century of heritage, British Airways is a highly acclaimed full service global airline, offering competitive fares with an extensive global route network flying to and from centrally-located airports. It has been servicing the Chinese mainland market since 1980.

Paradigm had been the PR consultancy of British Airways in China from 2007 to 2018.We undertook a wide spectrum of communications works for the airline including crisis preparedness and handling, corporate brand building, event management to marketing communications. Paradigm supported a number of high-profile corporate initiatives of British Airways such as:

Inauguration celebration of Chinese cabin crew bases in Beijing

Celebration of 10th anniversary of Shanghai route

Participation in the GREAT Festival of Creativity in Shanghai

Inauguration of Chengdu route  

In the marketing side, Paradigm worked with luxury brands/celebrities for joint promotion with British Airways to showcase its “Britishness”. These included movie star Bonnie Wright, footballer David Beckham, super model Georgia May Jagger, fashion designer Masha Ma, singer Katherine Jenkins OBE, golfer Justine Rose, fashion brand Temperley London, fashion brand Fenwick, department store Selfridges, The Ritz (London), Mayfair Hotel London and Savoy Hotel (London).